Article

Ben Hollom
Ben Hollom 15 July 2016
Categories B2C, Content, Social Media

How Facebook’s New Move Could Affect Your Brand

That Facebook, eh? They’re always keeping us marketers on our toes by tinkering around with their algorithms and causing us to switch up our approach to get the results we want. And they’ve only gone and done it again in a move to give posts by users’ friends and family a higher priority in the news feed.

The world’s leading social network made the adjustment due to concerns expressed by its users that they were missing out on ‘important updates’ from people they care about as content from brands and the media took precedence in their feeds – possibly due to the steady rise in professionals publishing to the network as well as the increasing frequency of posts.

However, the platform was quick to comment that they would not be distinguishing the type of content that could be shared or posted by friends and family. So, for example, whether a friend posts a picture of their new baby or shares an interesting piece of content from one of their favourite brands, both will be recognised as ‘friend content’.

In fact, the company’s vice president of product management Adam Mosseri told the BBC: “it is possible that some publishers may see a small but noticeable drop in reach but I don’t think this will be a very big change.”

Although Facebook’s chopping and changing may be exasperating to some brands, we prefer to think of it as a challenge. After all, it’s always worth bearing in mind that as a publisher, your incentives and motivations are not necessarily always going to line up with that of the social network. The content marketers who prove the most successful are always going to be those that have the ability to roll with the times and use their creativity to succeed in the ever-evolving world of social.

So, how can we, as content creators, navigate this new landscape? It all comes down to what a good content marketer should prioritise anyway – careful consideration about just what it is that will truly engage and build a relationship with their audience as opposed to simply getting a click or a view on a post.

In order to get your content prioritised in the news feed, you want to develop posts offering enough value to your audience that they feel compelled to share. Ultimately, you want your content to be of tip-top quality and on the sort of topics that get people talking and having meaningful conversations.

Quality over quantity has always been the name of our game at M2 Bespoke – it’s the only way to ensure your goals line up with those of the social networks. Facebook might prioritise offering the most valuable experience to their users, and your content will be more likely to see the light of day if you put that same ethos at the centre of what you produce.

But of course, words are wind and to put these ideas into action takes time – something the average SME can be very short of. Sometimes it’s easier to leave the content creation and social planning to the experts, so that you can focus on running your business.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
5 Simple Steps To Improve Your Website’s SEO

5 Simple Steps To Improve Your Website’s SEO

Search engine optimization is a process. It's not a “one size fits all” nor is it a one-time solution to all your website woes. However, there are many SEO elements that you can fix yourself. You don’t have to be an SEO expert to start getting your website on the right track.

On Yavin
On Yavin 16 May 2017
Read more